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HOPE Coalition Social Marketing Campaign Summer 2015

A social marketing campaign promoting positive lives and high aspirations among young people in Worcester, challenging negative stereotypes and promoting alternatives to drug use. Implemented through engaging summer activities and social media to influence awareness, perception, and behavior.

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HOPE Coalition Social Marketing Campaign Summer 2015

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  1. HOPE Coalition Social Marketing Campaign Summer 2015

  2. Social marketing campaign to promote the idea that most young people in Worcester are living positive and healthy lives with high hopes and aspirations for their future. • Our summer goals: • Challenge negative stereotypes held by adults about teens in the community. • Increase youth’s awareness of positive alternatives to drug use

  3. Theory of Change A youth-created campaign designed to: Awareness Perception Behavior

  4. Why did we need this campaign? Worcester Regional Youth Survey 2011 (YRBS) Greater Worcester Community Health Assessment 2012 (CHA) Greater Worcester Community Health Improvement Plan 2012 (CHIP) Greater Worcester Community Health Assessment 2015(CHA)

  5. Aligned with Greater Worcester Community Health Improvement Plan Domain Area 2: Behavioral Health Foster an accepting community that supports positive mental health; and reduce substance abuse in a comprehensive and holistic way for all who live, learn, work, and play in the Greater Worcester region.

  6. Percent of youth who have ever used alcohol and/or other drugs

  7. Age at first use of substance Results of 2013 RYHS

  8. Marijuana Perception of Risk Monitoring the Future Study Less than half of youth in region perceive marijuana use to be very risky

  9. YouthConnect (2014) survey participants perceived using prescription drugs as less risky than RYHS (2013) participants.

  10. Why Campaign Implementation at YouthConnect? Mission: Youthconnect provides neighborhood-based recreational, educational, and cultural activities to isolated and underserved Worcester middle school aged youth.

  11. Summer Schedule • Every week: • Every Wednesday “I’m About This Life” Groups with Lucia, Sheron, and Walter • Social Media—Twitter, Instagram, Facebook! • Art Projects with Kelsey • Integrated “I’m About this Life” to Basketball with Anthony

  12. HOPE Coalition Social Media Component

  13. Results • Awareness: • 89/108 Saw “I’m About This Life” everyday or a few times a week • Common words they use to explain what I’m About This Life” means: • Perception • “How its better to do the good things than the wrong things”

  14. Results • Behavior • 90/108 said they would definitely not use drugs or alcohol anytime during the next year

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